Right at the start of the New Year in 2026, major Japanese convenience store (Konbini) chain “Lawson” is kicking off an astonishing campaign. Its name is the “Morisugi Challenge” (meaning “Too Much” or “Overfilled” Challenge). This project defies economic common sense by increasing the content volume by 50% while keeping the price exactly the same. This festival will continue for four weeks starting January 27th.
This time, a total of 35 different items will appear. Lawson stores across all 47 prefectures of Japan are aiming to energize the country with enthusiasm that is literally “Morisugi” (overflowing). It’s not just about quantity. The lineup includes “Too Much XX” items that are too sweet or too spicy, offering a unique experience. Let’s take a closer look at this event, which symbolizes the richness of Japanese Konbini culture, through the weekly lineup.
Week 1: “Morisugi” Lineup Releasing Jan 26 & 27
The lineup is full throttle from the very first week. From the roll cakes famous as Japanese Konbini sweets to bento boxes and snacks, volume increases are happening across every genre.
Morisugi! Premium Roll Cake
Releasing around the evening of Monday, January 26, 2026, this product is a popular sweet that is synonymous with Lawson. The total weight is increased by not just 47%, but a solid 50% while the price remains the same. The total supply is announced to be about 3.73 million meals, but it is such a popular item that it often sells out immediately every time. The resistance of the cream when you insert your spoon is heavy and completely different from usual.
Morisugi! Sauce Yakisoba
This also releases on Monday, January 26th. Sauce Yakisoba (Fried Noodles), a representative of Japan’s B-grade gourmet, also sees a 50% increase in noodle weight for the same price. The hefty weight when held in your hand overturns conventional wisdom. The supply is about 680,000 meals. Just one of these for lunch will provide more than enough satisfaction.
Morisugi! Potato Egg Sandwich
Releasing Tuesday, January 27th. Please look at the cross-section of the sandwich. The potato salad (Mashed Potato Salad) has been increased by 50% at the same price, leaving the bread desperately trying to support the ingredients. The difference is obvious when compared to the regular product. About 1.17 million meals will be prepared.
Morisugi! Takana Mentai Onigiri
Also releasing Tuesday, January 27th. In the “Onigiri” (Rice Ball) corner—Japanese soul food—this product will stand out. The total weight has been increased by 50% at the same price. The heaviness when held with one hand goes beyond the realm of portable food. About 2.45 million meals will be supplied.
Morisugi! Katsu Curry (Medium Spicy)
Releasing Tuesday, January 27th. The star of this curry is neither the roux nor the rice. This time, the “Katsu” (Pork Cutlet) is completely the main character. The loin cutlet is increased by over 50% at the same price—surprisingly, a whole extra cutlet is added. The sight of cutlets causing a traffic jam on the plate is simply a masterpiece.
Machi Café Mega Hot Coffee
During the sale period from Tuesday, January 27th to Monday, February 9th, the Mega size hot coffee will be reduced from the usual 360 yen to 260 yen. This can be considered a de facto volume increase. When compared to the L size hot coffee, the price becomes the same, calculated as a substantial total weight increase of over 50%. For those who want to drink plenty, this will be an irresistible two weeks.
Kamukamu Lemon 50% Increase 46g (approx. 1.6 oz)
Releasing Tuesday, January 27th. The popular chewing candy “Kamukamu Lemon,” a favorite companion for desk work, also sees its content increased by 50% at the same price. Usually 30g (approx. 1.0 oz), it is now 46g (approx. 1.6 oz). The weight of the bag feels reassuring.
Kameda Seika Happy Turn 50% Increase 119g (approx. 4.2 oz)
Releasing Tuesday, January 27th. The popular rice cracker “Happy Turn,” coated with addictive “magic powder,” goes from the usual 79g (approx. 2.8 oz) to 119g (approx. 4.2 oz). Content increased by 50% at the same price. The unstoppable deliciousness will last 1.5 times longer.
Potato Ring Snack Nagewa Salt Flavor 50% Increase 93g (approx. 3.3 oz)
Releasing Tuesday, January 27th. The crispy potato snack “Nagewa” is also increased from the usual 62g (approx. 2.2 oz) to 93g (approx. 3.3 oz). Content increased by 50% at the same price. There is a sense of security that it won’t run out immediately even if opened at a party.
Week 2: “Too Much XX” Lineup Releasing Feb 2 & 3
The second week introduces not only “Morisugi” (Overfilled) items but also “Too Much XX” products that appeal to your sense of taste. It is a challenge to the limits of taste buds, with items that are too sweet, too sour, or too spicy.
Morisugi! Fluffy Rich Cheesecake
Releasing around the evening of Monday, February 2nd. The fluffy and rich cheesecake has its total weight increased by 50% at the same price. Rather than a dessert, you will be enveloped in the euphoria of eating a block of cheese. The supply count is about 3.15 million meals.
Morisugi! Salt Yakisoba
Releasing Monday, February 2nd. Following the sauce flavor is the salt flavor. The noodle weight is increased by 50% at the same price. Perhaps because it is a light salt flavor, it is calculated that you can eat this amount without getting tired of it until the end. The supply is about 680,000 meals.
Morisugi! Teriyaki Chicken Egg Sandwich
Releasing Tuesday, February 3rd. The Teriyaki Chicken, a unique Japanese flavor, is increased by 50% at the same price. The chicken looks like it’s about to overflow from between the bread. The compatibility of the sweet and savory sauce with the egg is outstanding, and enjoying 1.5 times that amount is extremely luxurious. The supply is about 1.17 million meals.
Morisugi! Gu! Onigiri Pork Egg (Sea Chicken® Mayonnaise)
Releasing Tuesday, February 3rd. An onigiri using pork luncheon meat (Spam), with ingredients increased by over 50% at the same price. You might fall into the sensation of eating more filling than rice. It is said that specifications are different in the Okinawa area, but it is precious to be able to enjoy this volume all over Japan. The supply is about 1.96 million meals.
Morisugi! Thick Sliced Loin Katsu Sandwich
Releasing Tuesday, February 3rd. Here, the “number” of cutlet sandwiches is increased by 50% at the same price. In other words, there is physically one more sandwich than usual. The satisfaction of the quantity definitely increasing is special.
Drinking Almond Tofu 50% Increase 270g (approx. 9.5 oz)
Releasing Tuesday, February 3rd. From here on is the “Too Much XX” series. Not only is the total weight increased by 50% at the same price, but it is a “Too Sweet!” specification using twice the sugar of the regular product. You will experience an intense sweetness as if sugar is reaching your brain directly.
Craft Lemonade 50% Increase 270g (approx. 9.5 oz)
Releasing Tuesday, February 3rd. This is a “Too Sour!” product. It uses three times the lemon juice of the regular product, and the total weight is also increased by 50%. One sip and the eye-opening acidity will attack you with plenty of volume.
Peyoung Gekikara (Extra Spicy) Over 50% Increase
Releasing Tuesday, February 3rd. From Japan’s famous cup yakisoba brand “Peyoung” comes a “Too Spicy!” product. In addition to a 50% increase in noodle weight at the same price, an extra spicy sauce is included. A level of spiciness that those who are not good with spicy food should absolutely not touch attacks in a large portion.
Mini Asparagus 50% Increase 107g (approx. 3.8 oz)
Releasing Tuesday, February 3rd. The long-selling biscuit snack “Mini Asparagus” is also increased from the usual 71g (approx. 2.5 oz) to 107g (approx. 3.8 oz). Total weight increased by 50% at the same price. You can enjoy plenty of its rustic flavor.
Zaku! Saku! Crunch Choco 50% Increase 81g (approx. 2.9 oz)
Releasing Tuesday, February 3rd. The crunchy texture crunch chocolate is increased from the usual 54g (approx. 1.9 oz) to 81g (approx. 2.9 oz). Total weight increased by 50% at the same price. It is ideal for sugar replenishment between work, but caution is needed with this amount to not overeat.
Week 3: “Morisugi” Lineup Releasing Feb 9 & 10
Even entering the second half, the momentum does not stop. From main dishes to desserts like cream puffs and pasta, it is a lineup without gaps.
Morisugi! Big Choco Shu (Choco Cream & Whip)
Releasing around the evening of Monday, February 9th. The amount of chocolate cream and whipped cream is increased by 50% at the same price. You can feel a strong will not to let any hollow space exist inside the puff shell. The supply is about 1.68 million meals.
Morisugi! Fluffy Mochi Raw Chiffon
Releasing around the evening of Monday, February 9th. The chiffon cake popular for its fluffy and chewy texture sees a 50% total weight increase at the same price. The gap between the fluffy feeling when held and the satisfaction when eaten is something to look forward to. The supply is about 1.68 million meals.
Morisugi! Meat Sauce
Releasing Monday, February 9th. The classic meat sauce pasta has the weight of both noodles and sauce increased by 50% at the same price. There is no worry about running out of sauce until the very last bite. The supply is about 680,000 meals.
Morisugi! Ham Sandwich
Releasing Tuesday, February 10th. The ham is increased by 50% at the same price. Layers of ham piled up create a rich texture. Because it is simple, it is a dish where you can directly feel the benefits of the increase. The supply is about 1.17 million meals.
Morisugi! Japanese Style Sea Chicken® Mayonnaise Onigiri
Releasing Tuesday, February 10th. The popular Japanese-style tuna mayonnaise onigiri sees a 50% total weight increase at the same price. You can enjoy the soy sauce-based rice and the richness of mayonnaise in 1.5 times the size. The supply is about 2.94 million meals.
Morisugi! Fried Chicken Bento
Releasing Tuesday, February 10th. It is at a level where you worry if the bento lid will close. The number of pieces of fried chicken (Karaage) is increased by over 50% at the same price. You might be troubled by how much rice goes down with this.
Dekaraage-kun Dream MIX 6 Pieces
Releasing Tuesday, February 10th. A giant version of Lawson’s signature hot snack “Karaage-kun (Chicken Nuggets).” During the period until February 23rd, one piece is added. Compared to the regular size, the total weight is increased by 50% at the same price. It appears in a MIX flavor where you can enjoy various tastes at once.
Champon 50% Increase
Releasing Tuesday, February 10th. The weight of noodles and ingredients of the Japanese noodle dish “Champon” is increased by 50%. It has a volume that seems likely to resolve vegetable deficiency as well. You can fully enjoy the deliciousness of the noodles that have absorbed the soup.
Mini Kabuki-age 50% Increase 116g (approx. 4.1 oz)
Releasing Tuesday, February 10th. The traditional Japanese fried rice cracker “Kabuki-age” goes from the usual 77g (approx. 2.7 oz) to 116g (approx. 4.1 oz). Total weight increased by 50%. The strong soy sauce flavor is perfect for tea time, but with this amount, it is enough to share with several people.
Week 4: “Morisugi” Lineup Releasing Feb 16 & 17
The final week shows no mercy. A wave attack of calories and satisfaction continues until the end.
Morisugi! Big Twin Shu
Releasing Tuesday, February 17th. Two types of cream, custard and whip, are increased by 50% at the same price. An experience of drowning in a sea of cream spreading in your mouth awaits. The supply is about 1.27 million meals.
Morisugi! Melting Choco Crepe
Releasing Tuesday, February 17th. The amount of chocolate whip and chocolate sauce is increased by 50% at the same price. It contains so much chocolate cream that the thin crepe dough cannot fully wrap it. It is an irresistible finale for chocolate lovers. The supply is about 1.66 million meals.
Morisugi! Neapolitan
Releasing Monday, February 16th. “Neapolitan,” a pasta dish originating in Japan, has its noodle weight increased by 50% at the same price. The scent of ketchup stimulates the appetite, and the volume makes you want to eat mindlessly while getting red sauce around your mouth. The supply is about 680,000 meals.
Morisugi! Char Siu Mayonnaise Onigiri
Releasing Tuesday, February 17th. The Char Siu (Roast Pork) Mayonnaise onigiri sees a 50% total weight increase at the same price. The chunky texture of the meat stands out inside the giantized onigiri. The supply is about 2.45 million meals.
Morisugi! Tuna Egg Sandwich
Releasing Tuesday, February 17th. The tuna salad is increased by 50% at the same price. The tuna salad packed tightly to the edge of the bread guarantees satisfaction until the last bite. The supply is about 1.47 million meals.
Tohato 5x Huge Caramel Corn Rich Caramel Flavor 50% Increase 83g (approx. 2.9 oz)
Releasing Tuesday, February 17th. This is surprising. It uses puffs about 5 times the size of regular Caramel Corn, and furthermore, the content is increased by 50% at the same price. Both the visual impact and the richness of the taste are non-standard.
Crispy Texture Beino Umashio Pepper Flavor 50% Increase 105g (approx. 3.7 oz)
Releasing Tuesday, February 17th. The pea snack “Beino” goes from the usual 70g (approx. 2.5 oz) to 105g (approx. 3.7 oz). Content increased by 50% at the same price. You can enjoy plenty of the snack where the flavor of beans is firmly felt.
4 Weeks in a Row! X Quote Post Campaign Also Held
If you participate in this festival, don’t miss the campaign on SNS. During the period, if you follow the Lawson Official X account (formerly Twitter) and quote post the target post with the specified hashtag, 1 person every day, for a total of 14 people, will win 10,000 yen worth of QUO cards (Japanese prepaid cards) by lottery.
Target Period:
Round 1: Tue, Jan 27, 2026 7:00 – 23:59 Round 2: Tue, Feb 3, 2026 7:00 – 23:59 Round 3: Tue, Feb 10, 2026 7:00 – 23:59 Round 4: Tue, Feb 17, 2026 7:00 – 23:59
Encounter at the Store Might be Once in a Lifetime
The total supply count is determined for each product. Looking at past examples, it is not rare for popular “Morisugi” items to disappear from shelves immediately after release. Do not think “I’ll buy it later.” The moment you see it is your chance to purchase. For four weeks starting January 27th, please experience this heavyweight shock at your local Lawson. It is strongly recommended to go with an empty stomach.
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